Product designer, New York
I design personalization people trust, for hundreds of millions of people.
Hi, I'm Bre. At Netflix I lead design for how members decide what to watch: the signals and reasons on every title, across TV, phone and web. I shipped Netflix's first AI-written words to members. On the side, I design and code my own AI product, bre.ai.
Watch if you liked the tense political intrigue and high-stakes drama in "Bodyguard."
Netflix · 2021 to present
Personalizing Netflix
Recommendations
I led the design of the first AI-written words Netflix put in front of members, the reasons a title is for you. And the grading system that made them safe to ship at catalog scale: a second AI that checks the first.
Netflix · 2021 to present
Owning the Netflix
Evidence Design System
Four legacy evidence systems, ten years of badges and text bolted onto titles, consolidated into one governed, code-enforced framework, and carried onto the new video-forward TV Home.
Personal · 2025 to now
bre.ai,
a personal AI agent
An AI agent I designed and coded end to end. It acts on my tasks, plans, and people through tools I built, proposes anything bigger, and never sends a message for me. Every action has an undo.
Try it
A second AI checks the first. See what gets through.
The rule I fought hardest for: if a line can't clear the bar, it disappears. Pick a line or write your own.
Lines to test
The titles are invented, and none of this is Netflix's system or data. The rules are a small script running in your browser, so they catch patterns, not meaning. The Gemini verdicts come from one recorded run of Gemini 2.5 Flash on Nov 6, 2026, so they only exist for the sample lines. Read how I think about this in my writing sample.
Earlier work
Woobo · 2017 to 2018 · Founding product designer
Woobo, teaching
a robot to talk to kids
I wrote the rules for how a machine speaks to a child, its voice, its personality, and what it could not say, years before ChatGPT. When in doubt, stay warm, and steer gently back to something safe, instead of guessing.
Uber · Aug 2019 to Aug 2021
Leading Uber Pro,
a retrospective
Uber Pro is the driver rewards program. I led its UX across Rewards, Onboarding, and Growth. I designed the badges and tiers that decide what a driver sees to earn one more trip, honestly, without wearing them out.
Uber · Jun to Aug 2018
Uber New Mobilities,
Scooters 1.0
My first role at Uber was on the New Mobilities team, designing the rider experience for the JUMP scooters and bikes launch. I led the end-to-end design, and it launched across a 21-city US pilot.
About
I’m Bre, a product designer in New York.
At Netflix I lead design on the evidence system, the text and badges that help a member decide what to watch across TV, mobile, web, games, podcasts and live events. I drove the vision for AI-written explanations to leadership, and the evaluation pipeline behind it takes us from a few thousand hand-checked strings to about 157,000 explanations a day. Before Netflix I designed driver rewards and the scooter launch at Uber, and before that I was on the founding team of Woobo, a talking AI companion for kids. I studied graphic design at RISD and came to product from drawing and writing, not engineering. Restraint is the skill I’m proudest of, because a wall of text helps no one. Alongside all of it, I build my own AI products end to end, because the assistant is the product I care about most.
Read my resume, opens in a new tab
Read my writing sample on what an AI should be allowed to say, opens in a new tab
When I'm not designing, I'm probably...
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